when data, tech and ideas collide
Fernando Machado, Global Chief Marketing Officer, Burger King
….experts to share examples of how to apply data and technology tactfully to develop creativity that enthrals audiences. Plus, brands will demonstrate how they harness AI and machine learning to underpin creative work that drives lasting emotional connections with consumers.
There was once a time when tech and data both terrified and enchanted us. But whilst some were still obsessing about “humans v machines”, future-thinking brands were creating virtual assistants, personalising 1-2-1 ads at scale and enabling customers to try on make up at home via an app. What was once deemed “innovation” is now a hygiene factor.
As creative technology becomes invisible, the creative possibilities are almost infinite. Data is also seductive and yet it can be profoundly limiting (particularly when we’re all working with the same information!).
Here at Cannes Lions we will always believe first and foremost in human curiosity and imagination. But we celebrate and interrogate the application of creativity, which is almost always informed and amplified by machines.
It will blow your mind.
This year a series of eight original Theme Reports dig deeper and place our themes in the context of the wider creative landscape. Each report surfaces original research, relevant data and examples of best practice Lion-winning work, combined with commentary from market experts and global brand leaders.
Our next Theme Report delves into how technology and data can be fused into your creative work .
New Theme Report asks if we are in for a decade of shattered budgets and clients obsessed with tech-driven results, or is the field wide open for more positive, collaborative change
The first of our Theme Reports lays out the evidence behind our argument and digs down into the what, the why, the how and the ‘who’s doing it?’ of growth-driving creativity.
The second of our Theme Reports sets the scene on the recent industry shift back to brand and unearths insights into the real value of ‘long-termism’.